Hyperscaler Cloud Marketplace Sales to Hit $163 Billion by 2030: Omdia
Omdia has revealed that enterprise software sales through
hyperscaler cloud marketplaces - led by AWS, Microsoft, and Google Cloud - are
projected to surge from $30 billion in 2024 to $163 billion by 2030.
This growth reflects increasing enterprise adoption of
marketplace procurement and a sharp rise in agentic AI sales. Omdia forecasts a
five-year compound annual growth rate (CAGR) of 29.1% from 2025 to 2030, as
vendors across the IT industry – from large global software vendors to ISV start-ups
– increasingly embrace hyperscaler marketplaces as a primary route to market.
Strategic Cloud
Spending Becomes Key Marketplace Driver
A key driver of this market is the continued growth of
upfront multi-year cloud commitments by enterprise customers. Currently, there are
estimated to be close to $470 billion in cloud commitments across AWS,
Microsoft Azure, and Google Cloud, a proportion of which customers can spend on
third-party marketplace purchases. The accelerating pace of this spend is
demonstrated by the nearly $30 billion of new commitments added in Q2 2025
alone. Customers are moving from opportunistically using marketplace purchases
to burn down unused commitments to more strategic marketplace procurement,
negotiating cloud commitments to include budget for a broader set of vendor
products that align with their cloud adoption strategies.
Notably, channel partners continue to adapt to this new
procurement method rather than being displaced by it, supported by partner
private offers and distributor models from all three of the major hyperscalers.
By 2030, Omdia predicts that partners will facilitate nearly 60% of all
marketplace transactions helping customers manage their commitments, purchase
across multiple cloud marketplaces, and provide expertise and support across
the full customer lifecycle. Beyond this, in the agentic age, partners are
developing their own AI offerings and platforms, enabling them to capture a
growing share of the billions of dollars transacted through these marketplaces.
Foundational Software
Dominates as AI and Security Accelerate
Three technology categories will account for 63% of total
spending via marketplaces: Infrastructure Software ($10.5 billion), DevOps
($9.1 billion), and Business Applications ($9.1 billion). These categories are
the foundational tenets of customer environments, and power both the front end
and back end of increasingly complex cloud environments.
As enterprises advance their cloud maturity, the AI
marketplace presents tremendous opportunities, particularly through agentic AI.
Microtransactions and the continued growth of multi-agent protocols will drive
a total spend of $24.4 billion on the back of a 37% CAGR. Cybersecurity
represents another high-growth area, projected to reach $31 billion by 2030
with a 31% CAGR, as integrated security platforms become essential, creating
additional opportunities for cybersecurity vendors and their partner
ecosystems.
“Hyperscaler marketplaces continue to see rapid momentum as a
route to market for vendors across the technology industry. A small but growing
number of ISVs are now reaching – and exceeding – $1 billion of annual sales
through AWS, Google Cloud Marketplace and Microsoft Azure Marketplace, as they
activate both partners and distributors to reach a broader set of cloud
customers and drive an increasing share of sales. Agentic AI will be one of the
fastest-growing categories through marketplaces in the next five years. The
hyperscalers are competing hard to win the race as a channel for agentic AI
through their agent marketplaces, because this accounts for an ever-greater
proportion of cloud consumption,” said Alastair Edwards, Chief Analyst at
Omdia.
Leave A Comment